Hisense has extended its long-standing relationship with UEFA, becoming an official partner of UEFA EURO 2028 as the consumer electronics giant continues to build its global brand strategy around international football.
Announced at IFA 2026 in Berlin, the agreement marks Hisense’s fourth consecutive partnership with the UEFA European Championship, following its involvement at EURO 2016, EURO 2020 and EURO 2024. The company first joined the tournament in 2016 as the first Chinese sponsor of the UEFA EURO.
The renewal extends a relationship that has increasingly moved beyond traditional sponsorship and into technology integration. Hisense has positioned itself as UEFA’s dedicated display technology partner, using its television and display portfolio to connect its commercial proposition with the global football audience.
The partnership will provide Hisense with branding and activation opportunities around EURO 2028, while supporting initiatives designed to enhance fan engagement and showcase its latest display technologies. At IFA 2026, the company unveiled a football-focused activation featuring an interactive goal challenge, with participants able to generate and share personalised content from the experience.
The extension also forms part of Hisense’s wider international football strategy. Alongside its UEFA relationship, the company has maintained a presence around several FIFA World Cup editions, creating a consistent global platform through which to market its consumer electronics products to football audiences.
Catherine Fang, VP of Hisense Group and President of Hisense Global Commercial Centre, said, “Great partnerships are built over time, and our journey with UEFA reflects that belief. As the first Chinese sponsor of the UEFA EURO, over the past decade we have grown beyond pure brand sponsorship to become UEFA’s dedicated display technology partner, progressing hand-in-hand. Through cutting-edge technology and immersive experiences, we bring audiences closer to the thrill of football. Looking ahead, we are eager to write the next chapter together with UEFA, creating more meaningful moments for fans everywhere.”
UEFA marketing director Guy-Laurent Epstein added, “We are delighted to continue our partnership with Hisense for UEFA EURO 2028. Their sustained commitment to European football across four consecutive EURO tournaments demonstrates the strength of our relationship and a shared ambition to create meaningful experiences for fans. We look forward to working together to make the next EURO memorable.”
EURO 2028 will be staged across the United Kingdom and Ireland from June 9 to July 9, 2028. For Hisense, the renewal provides another high-profile platform to combine global football exposure with its core television and display technology proposition, reinforcing a sports-marketing strategy that has now stretched across more than a decade.
